Wie der Nachhaltigkeitsrat in seinem aktuellen Newsletter berichtet, versucht die britische Werbeaufsicht ASA (Advertising Standards Authority), dem zügellosen Greenwashing mehrerer Unternehmen (darunter Toyota, easyJet und VW) entgegenzuwirken, indem sie Anzeigen mit offensichtlich unrichtigen oder missverständlichen Aussagen verbieten lässt.

Darüber hinaus hat die ASA verschiedene Anforderungen an legitime „grüne“ PR formuliert:

• Get your facts right. Don’t exaggerate the environmental benefits of your product: advertising claims should be backed up with documentary evidence

• This is an area where scientific knowledge is developing all the time. Don’t present claims as being universally accepted if the science is inconclusive

• Don’t use pseudo-science, or terms that will not be generally understood by the readers of your ad

• Avoid sweeping or absolute claims such as “environmentally friendly” or “wholly biodegradable”. It’s unlikely that you will be able to prove your product has no environmental impact

• Saying something is ‘locally’ produced should mean exactly that. Shipping goods in from abroad or the other end of the country doesn’t make them ‘locally sourced’.

Hier könnt Ihr die Pressemeldung der ASA lesen.